Crispin over ‘productizing’ marketing

“I’m excited to see more brands recognize that their most powerful brand marketing asset is the product – not the marketing message. Because of this shift in strategy, we’re beginning to see more agencies move into the product design and development space. Agencies are no longer confined to crafting the message but also empowered to create both standalone products and enhancements to existing product lines. Since digital is both media and product, it’s an ideal platform to facilitate “productized” marketing. And this means that we’re spending a larger percentage of our days creating tools rather than the ads. I get excited by the idea that I can actually now ‘use’ the marketing we make, not just watch or read it.”